RLE_CD-Manual_200x200mm_AS
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1. Corporate identity<br />
1.2 Brand shell<br />
The brand shell around the brand core comprises corporate<br />
behaviour, corporate communication and corporate<br />
design.<br />
1.2.1 Corporate behaviour (CB)<br />
CB refers to the company’s manner internally and externally:<br />
the personal behaviour in contact with other people<br />
(among colleagues, with management and customers)<br />
and the behaviour of the company with respect to the<br />
public and press.<br />
1.2.3 Corporate design (<strong>CD</strong>)<br />
The identity of the company and the brand in all two and<br />
three-dimensional applications is described by the <strong>CD</strong>. It<br />
incorporates the design framework for the uniqueness,<br />
perception and recognition in the face of the numerous<br />
competitors.<br />
1.2.2 Corporate communication (CC)<br />
CC entails the type of advertising and the company’s own<br />
presentation which refers primarily to the company itself<br />
and not to its products.<br />
12<br />
<strong>RLE</strong> Corporate <strong>Manual</strong>
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